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Clever Marketing Blog

12th November 2015

As marketers in the digital world, we’re always looking forward. What new platforms do we need to consider? What new technologies should we adopt? With some much noise and buzz going on in the industry, we rarely take the time to examine existing processes and values and really evaluate these for effectiveness. However, in reality, it’s sometimes our ingrained habits that are holding us back more than lack of moving forward.

In this post, we’ll be taking you through 5 of the bad habits in digital marketing we see most often, and how you can make sure you’re not making them.

Forgetting to measure

We’re always focused on what more we can be doing in our digital marketing; constantly pioneering, terrified of being left behind or being thought of as old-fashioned. We jump from one rushed campaign to the next, propelled forth by targets, sales goals and numbers.

The one thing that often gets overlooked in this constant cycle? Measurement. We forget to stop, take stock, evaluate. When really, this is one of the most important things you can do in terms of planning your next campaign.

Metrics reveal the real story of your campaigns. Take the time to review and discuss results, and this will allow you to augment your next campaign with this in mind, rather than stabbing in the dark. This makes everyone happy, as it ensures you get the most out of your budget, too.

Finally, a point on data accuracy. There’s no point reviewing and using your data if it’s filled with spam, bots and fake clicks. Make sure you indulge in a bit of data clean-up before sharing your numbers.

Being too aggressive about data collection

No one likes to feel like just another number in a database, and consumers are more aware of the dangers online now more than ever – and are paranoid at being watched. It’s a sensitive issue. Constantly inundating your customers with data requests like newsletter sign-ups, contest entry forms and seeking social followers may actually work to damage your company brand. Consider limiting the frequency of these kinds of emails or campaigns, interspersing them with content which offers real value to a customer.

In the same vein, what many marketers forget is that it’s all about the quality of leads, rather than the quantity. Better to have 50 good quality leads than 5,000 useless ones.

Underestimating content

Believe it or not, there are still companies out there who don’t believe in content. They don’t can’t easily correlate it directly to sales, so refuse to make it a part of their strategy. These are the companies who are fast becoming dinosaurs in the digital space.

Because content not only offers valuable and interesting information for your readers, building brand trust and authenticity and positioning you as a thought leader in your field, it offers multiple benefits in terms of search and SEO, too. The more high quality and varied content you have, the more likely you are to rank for your keywords.

Being “product-blind”

When you spend every day discussing, talking about and marketing your product, it’s pretty easy to forget to focus on your product’s actual benefits, rather than just the details.

What marketers should really concentrate on doing – what consumers need us to do – is tell them how our product solves one of their problems. Explain what it does, but in a way which illuminates why it’s relevant to them. Why should they care about your product?

Individual features and details should only follow these foundation stages. Remember, people won’t buy what they don’t understand.

Operating in silos

This is perhaps the most common mistake we come across here at Clever Marketing.

No one type of marketing works on its own; everything is in its own way interconnected. Social media links to your website. Emails link to customer service, your print ads link to everything. They’re all part of a larger, more cohesive strategy, so it doesn’t make sense to treat them all as individual disciplines. Ensuring all areas are operating on the same set of guidelines and augmenting each other will create an intuitive lifecycle for your customer, building your brand and encouraging engagement.

Does your in-house team or your current provider have any of these 5 bad habits of digital marketers? Do you need a Surrey digital agency, Clever Marketing, to look after your SEO and PPC for you?

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